a narrative adventure in spirituality

Opportunity in a Red Cup

In an effective marketing move Starbucks introduced a red cup with a statement that the company “wanted to usher in the holidays with a purity of design that welcomes all of our stories.” Apparently this has caused a backlash on social media with some stating that Starbucks stole Christmas and others claiming Christians are petty. If this does not make things obvious, please listen carefully; do not go to social media for theology or pastoral counsel.

Christmas is a story about a virgin who came to be with child during the reign of Caesar Augustus. It is about a man who chose to marry her and travel with her to Bethlehem where the child was born and laid in a manger. It is about shepherds who watched their flocks by night and celebrated this birth with angels. It is about Gentile astrologers who traveled afar offering gifts to this child they acknowledged as king. It is about an angry Herod who had children slaughtered in an effort to eliminate this child.

Christmas is a story of scandal and shame and danger and violence and uninvited guests. It is a story of humility and sacrifice and love for neighbors and enemies. It is a story about God’s invasion of this planet to usher in a new kingdom. It is extremely unfortunate that some have been led to believe this story includes protest of a red cup. Christmas is a story of much greater significance. Seriously, do we need Linus to come onstage with his blanket and remind us what this is about?

It is not the job of Starbucks to tell others about Christmas. I doubt they could tell it well. We minimize the story when we act as if it is the job of marketers or retailers to tell. We minimize the story when we make it about the design of a cup. Christmas may be war on the way things are. It is not war against retailers. Retailers are not called to proclaim good news of great joy. If this is our expectation – we have lost the war. If we wish others “Merry Christmas” as a weapon against them, – we are the problem. These are actions we expect from agents of Caesar and Herod but certainly not from agents of Jesus.

Seriously, what would possess us to berate a barista or boycott a retailer because their employer is not sharing our story? The methods of Caesar and Herod are not our methods. Our methods reflect the characteristics of the one born and laid in a manger. Our methods reflect a kingdom that is under different rule than the kingdoms of Caesar and Herod.

Each year we are given opportunity to share the Christmas story. This year we find an opportunity in a red cup. We have already seen that red cups can become tools to distract us from what is really at stake. We could complain about it because others do not automatically think like we do. Or we could find an opportunity to demonstrate what this is really about.

I especially like the point that Christmas is much too large, sweeping, and wonderful to expect coffee cups to capture its meaning. Perhaps more study to grasp our own story and celebration of the true event would limit our distraction and help us market our only product–the good news. Thanks, Randy.